Mesures d’eficàcia publicitària i models teòrics de processament de la publicitat en formats off i online

• Autores: Míriam Molina García
• Localización: Obra digital: revista de comunicación, ISSN-e 2014-5039, Nº. 4, 2013 (Ejemplar dedicado a: Relatos sobre la comunicación digital y móvil), págs. 124-135
• Idioma: catalán
• DOI: 10.25029/od.2013.14.4
• Enlaces
  • Texto completo (pdf)
• Referencias bibliográficas
  • SÁNCHEZ Franco, M. J. (1999). Eficacia publicitària: Teoría y práctica. Madrid: McGraw-Hill
  • GARCÍA Uceda, M. (2011). Las claves de la publicidad (7a rev act ed.). Madrid: Esic.
  • RAY, M. L. (1973). Marketing communications and the hierarchy of effects. In Clarke (Ed.) New models for communication research. Beverly Hills,...
  • CHAIKEN, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of...
  • MEHTA, A. How advertising response modeling (ARM) can increase ad effectiveness. Journal of Advertising Research, Mayo/Junio, 1994. 62-74 p
  • MACINNIS, D.J. & JAWORSKY, B.J. Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53,...
  • MACINNIS, D.J., MOORMAN, C. & JAWORSKY, B.J. Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand...
  • GERLICH, N., BROWNING, L. & WESTERMANN, L. Consumer utilization of an advertising stimulus: The effect of peel'n taste marketing system...
  • LEE, H., LEE, J. & KANG, M. Does satisfaction make customers repurchase same brand again? Proceedings of the Academy of Marketing Studies,...
  • PERGELOVA, A. Assessing advertising efficiency: The case of the Spanish automobile industry, 2006
  • WISE, K., BOLLS, P., KIM, H., VENKATARAMAN, A. & MEYER, R. Enjoyment of advergames and brand attitudes: The impact of thematic relevance....
  • BROWN, STEVEN P. & DOUGLAS M. STAYMAN. Antecedents and consequences of attitude toward the ad: A meta-analysis. Journal of Consumer Research,...
  • GARDNER, M. P. Does attitude toward the ad affect brand attitude under a brand evaluation set? Journal of Marketing Research, 22: 192-198...
  • HOMER, P. M. The mediating role of attitude toward the ad: Some additional evidence. Journal of Marketing Research, 27: 78-86 p, 1990
  • CHEN, Q., GRIFFITH, D. & SHEN, F. The effects of interactivity on crosschannel communication effectiveness . Journal of Interactive Advertising,...
  • SUNDAR, S. & KIM, J. Interactivity and persuassion: Influencing attitudes with information and involvement. Journal of Interactive Advertising,...
  • BELLMAN, S., POTTER, R. F., TRELEAVEN-HASSARD, S., ROBINSON, J. A., & VARAN, D. The effectiveness of branded mobile phone apps. Journal...
  • KRUM, C. Mobile marketing. finding your customers no matter where they are. (1st ed.). Estados Unidos: Que BizTech, 2010
  • ATHORAYA, S. & MATH, V. App-vertisingEffective Communication in a Creative Context. Master of Science in Marketing and Consumption. University...
  • WEILBACHER. How advertising affects consumers. Journal of Advertising Research, 41 (6) 19-26 p, 2003